--- title: "Brilliant Earth: search popularity in the United States" description: "Brilliant Earth sells engagement rings and fine jewelry. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/us/brands/brilliant-earth" publisher: "Brandwave" --- # Brilliant Earth: search popularity in the United States Brilliant Earth sells engagement rings and fine jewelry. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Brilliant Earth - **Market**: United States - **Measured month**: Sep 2026 - **Share of Search among jewelry retailers**: 10.5% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Jewelry retailers | 4 | 10.5% | 301K | | Lab-grown diamond jewelers | 1 | 57.4% | 305K | - [Jewelry retailers in the US](/demand/us/categories/us-jewelry-retailers) - [Lab-grown diamond jewelers](/demand/us/categories/us-lab-grown-diamond-jewelers) ## Top jewelry retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Brilliant Earth was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Brilliant Earth is the joint third most recommended of the eight. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Blue Nile | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Tiffany & Co. | 2nd | 2 of 3 | 1 of 1 | 3 of 4 | | Brilliant Earth | 3rd | 2 of 3 | 1 of 1 | 3 of 4 | | Rare Carat | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | Kay Jewelers | 5th | 0 of 3 | 1 of 1 | 1 of 4 | | Zales | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Jared | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Helzberg Diamonds | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about jewelry retailers - Asked ChatGPT "Where should I buy an engagement ring in the US?": 1. Rare Carat, 2. Blue Nile, 3. Brilliant Earth, 4. Tiffany & Co. - Asked ChatGPT "What are the best jewelry stores in the US?": 1. Tiffany & Co., 2. Blue Nile, 3. Brilliant Earth - Asked ChatGPT "Which jewelry store in the US has the best value on diamonds?": 1. Blue Nile, 2. Rare Carat - Searched Google, AI Overview "engagement rings": 1. Kay Jewelers, 2. Brilliant Earth, 3. Tiffany & Co. Not named in any answer: Zales, Jared and Helzberg Diamonds. Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026. ## How has branded search demand for Brilliant Earth changed in the United States over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Brilliant Earth in the United States held steady, from 309K to 305K. - Across the 12 months ending September 2026, Brilliant Earth’s share of searches among jewelry retailers in the United States increased from 9.5% to 10.5%. - Across the 12 months ending September 2026, Brilliant Earth’s share of searches among jewelry retailers in the United States peaked at 10.5% in September 2026 and was lowest at 5.9% in December 2025. - Across the 12 months ending September 2026, Brilliant Earth’s share of searches among lab-grown diamond jewelers in the United States decreased from 58.2% to 57.4%. - Across the 12 months ending September 2026, Brilliant Earth’s share of searches among lab-grown diamond jewelers in the United States peaked at 62.2% in July 2026 and was lowest at 48.6% in March 2026. ## How did search popularity change for United States jewelry retailers in September 2026? - In September 2026, Kay Jewelers gained share of searches among jewelry retailers in the United States, from 33.8% to 34.7%. - In September 2026, Tiffany & Co. gained share of searches among jewelry retailers in the United States, from 18.6% to 19.1%. - In September 2026, Zales lost share of searches among jewelry retailers in the United States, from 15.2% to 12.8%. - Estimated monthly branded searches for Rare Carat in the United States rose 22.3% over 12 measured months, from 74K to 90.5K in September 2026. ## How did search popularity change for United States lab-grown diamond jewelers in September 2026? - In September 2026, Rare Carat gained share of searches among lab-grown diamond jewelers in the United States, from 16.5% to 17%. - In September 2026, Blue Nile lost share of searches among lab-grown diamond jewelers in the United States, from 6.6% to 5.3%. - Estimated monthly branded searches for Clean Origin in the United States rose 50% over 12 measured months, from 3.6K to 5.4K in September 2026. - Estimated monthly branded searches for Frank Darling in the United States rose 49.4% over 12 measured months, from 27.1K to 40.5K in September 2026. - Estimated monthly branded searches for Ritani in the United States rose 16.8% over 12 measured months, from 12.8K to 15K in September 2026. - Estimated monthly branded searches for Kimaï in the United States fell 45.5% over 12 measured months, from 880 to 480 in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Jewelry retailers | 301K | 9.5% | 4 | | Nov 2025 | Jewelry retailers | 368K | 7.8% | 4 | | Dec 2025 | Jewelry retailers | 368K | 5.9% | 5 | | Jan 2026 | Jewelry retailers | 368K | 9.6% | 4 | | Feb 2026 | Jewelry retailers | 301K | 8.3% | 4 | | Mar 2026 | Jewelry retailers | 301K | 9.6% | 4 | | Apr 2026 | Jewelry retailers | 301K | 9% | 4 | | May 2026 | Jewelry retailers | 368K | 9.8% | 4 | | Jun 2026 | Jewelry retailers | 301K | 10.3% | 4 | | Jul 2026 | Jewelry retailers | 301K | 10.2% | 4 | | Aug 2026 | Jewelry retailers | 301K | 10.2% | 4 | | Sep 2026 | Jewelry retailers | 301K | 10.5% | 4 | | Oct 2025 | Lab-grown diamond jewelers | 309K | 58.2% | 1 | | Nov 2025 | Lab-grown diamond jewelers | 373K | 55.4% | 1 | | Dec 2025 | Lab-grown diamond jewelers | 375K | 55.1% | 1 | | Jan 2026 | Lab-grown diamond jewelers | 375K | 56.7% | 1 | | Feb 2026 | Lab-grown diamond jewelers | 305K | 49.7% | 1 | | Mar 2026 | Lab-grown diamond jewelers | 319K | 48.6% | 1 | | Apr 2026 | Lab-grown diamond jewelers | 311K | 52.6% | 1 | | May 2026 | Lab-grown diamond jewelers | 390K | 61.1% | 1 | | Jun 2026 | Lab-grown diamond jewelers | 351K | 61.9% | 1 | | Jul 2026 | Lab-grown diamond jewelers | 362K | 62.2% | 1 | | Aug 2026 | Lab-grown diamond jewelers | 313K | 57% | 1 | | Sep 2026 | Lab-grown diamond jewelers | 305K | 57.4% | 1 | ## How are Brilliant Earth’s branded searches counted? Brandwave collects information about searches that people make online using Brilliant Earth’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “brilliant earth” - “brilliant earth engagement rings” ## Which jewelry retailers compete with Brilliant Earth? - [Kay Jewelers](/demand/us/brands/kay-jewelers): Head-to-head: /demand/us/compare/brilliant-earth-vs-kay-jewelers - [Tiffany & Co.](/demand/us/brands/tiffany-and-co): Head-to-head: /demand/us/compare/brilliant-earth-vs-tiffany-and-co - [Zales](/demand/us/brands/zales): Head-to-head: /demand/us/compare/brilliant-earth-vs-zales - [Jared](/demand/us/brands/jared): Head-to-head: /demand/us/compare/brilliant-earth-vs-jared - [Blue Nile](/demand/us/brands/blue-nile): Head-to-head: /demand/us/compare/blue-nile-vs-brilliant-earth - [Helzberg Diamonds](/demand/us/brands/helzberg-diamonds) - [Rare Carat](/demand/us/brands/rare-carat) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Brilliant Earth: search popularity in the United States". https://gobrandwave.com/demand/us/brands/brilliant-earth This page is also available as HTML at https://gobrandwave.com/demand/us/brands/brilliant-earth. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.